PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN MENGINAP KONSUMEN DI MASA PANDEMI COVID-19 PADA HOTEL DA VIENNA BOUTIQUE DI KOTA BATAM

Abstract

The COVID-19 pandemic in Indonesia began its impact in 2020 and after that it continues to have a fairly strong influence, so that not only certain sectors have experienced a decline, but also extends even to the tourism sector. as happened to one of the hotels in Batam City, namely Da Vienna Boutique Hotel. This hotel without lowering the standard of service and facilities, using a discounted approach or discount on several flagship products such as Spa, Room Rate, and Bridal Shower Package. The research method used is a quantitative method. The variables contained in this study are the price and promotion variables as independent variables, and the consumer's decision to stay overnight as the dependent variable. From the research results obtained in this study there is a partial influence on the promotion variable so that the promotion affects the consumer's stay decision. In the price variable H0 is rejected and H1 is accepted, so that the price affects the consumer's decision to stay. On the effect of price and promotion on the consumer's stay decision, it is said that the price and promotion variables together have a significant effect on the decision to stay at Da Vienna Boutique Hotel Batam.